I really like the JTBD method. It helps you determine your audience's age, micro-moments of interaction with your product, and product consumption.
Jobs To Be Done is one of the methods of audience usa phone number list 1m records segmentation through understanding their needs and ways to satisfy them.
In other words, the method answers the question under what circumstances the user is willing to “hire” the product to do the job.
For example, you're actively monitoring your weight: you exercise and eat healthy, but sometimes you can't always prepare tasty and balanced meals. A healthy meal delivery service can help, offering a meal plan tailored to your needs. In other words, you "hire" a meal delivery service that delivers healthy, ready-to-eat meals.
After segmentation, we build a CJM (Customer Journey Map). This is a visualization of the customer journey: from the initial need to product information search, purchase, and usage. A CJM will allow you to more accurately select a split-tool set and build effective communication with your audience, because you'll already know how users behave in a given situation.
Step 4: Develop a Tactical Approach
The bottom line: we highlight methods for achieving the highest quality contacts with your audience using marketing tools.
Tactics are one of the most important sections of any strategy. Here we discuss how exactly to engage with the audience: tools, creatives, frequency of contact, etc. Before developing a tactical approach, it's necessary to build a funnel or select a promotion framework. To build a high-quality funnel, pay attention to the CJM. The answer is usually already there. After all, the sales funnel is part of any CJM.
Describe the key problem/task you will solve when working at each stage of the funnel: identify KPIs and select tools.
Today's customers are quite loyal to brands, so it's important to work with every stage of the funnel. During the "Awareness" stage, you should introduce the product; during the "Interest" stage, you should reinforce the problem-solution association and address objections. During the "Purchase" stage, you should engage the audience with the product.
After you've detailed your funnel/framework, allocate your advertising budget and tools for each stage. Perform rough calculations and create a media plan. Try to quantify each tool in the context of "making a purchase." Calculate your ROMI (Return on Marketing Investment). This metric demonstrates the return on your marketing investments. The higher it is, the better. ROMI shouldn't be less than 100%, otherwise it means your marketing investments aren't paying off.
Step 5: Launch an advertising campaign
The gist: we conduct an advertising campaign, evaluating intermediate results and adjusting the strategy if necessary.
After preparing the materials and coordinating placements, launch the ad. It's important to perform interim analyses of the results to promptly adjust the split and reallocate the budget from one tool to another. For example, you may have invested heavily in lead generation on Facebook*, but the interim results show that the most converting channel is a campaign optimized for Google conversions .